Godrej launched the "Ganga" soap in 1993 with high promotion positioning it as a religious soap that provided purity like the river Ganga. However, the positioning was wrong as relating soaps to gods was seen as irrelevant by literate consumers and having Ganga in the bathroom was problematic according to some illiterate views. The soap also only targeted religious Hindus who did not widely use cosmetics instead of a mass market. As a result, the differentiation of the soap was not sustainable over time and it failed to become the best selling bar that was projected, with the brand attaining salvation in the early 2000s.

1. Godrej “Ganga”
Failure
By Vijay kumar mishra

2. Godrej “Ganga”
 Ganga soap was launched with much
fanfare in 1993.
 Western Media's projection or prejudice.
 BBC & National geography, Ganga soap going to
be the best selling bar in the upcoming year
 Re-launch ( Dudh-Ganga) 1997.
The soap attained salvation in the early
2000.

3. Consumer research
• Besed on footfall (Kumbh mela 1992)

5. Wrong positioning
Religious soap
Purity and Gentleness like the Pears Soap.

6. Brand irrelevance
• Relate soaps with gods
" Now bath in Ganga“
• Ganga river is the most polluted one ( Literate view).
• Ganga ( God) in bathroom ( illiterate View)

7. Ineffective promotion.
• POD
 Differentiation was not sustainable over time

8. Target Market
Godrej “Ganga”
Only Hindu, and religious person ( most of
them were not using cosmetics)
HLL & others
Mass